Games Giant Tiptoes into Sock Licensing Deal

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Candy Crush Saga is currently one of King's most popular games

Candy Crush Saga is currently one of King’s most popular games

San Francisco and Stockholm—Time was when the film, television and music industries sought out licenses as a way to promote their products. Now, the incredibly popular world of games—especially those that can be played on hand-held devices—are seeing the marketing opportunities in licensing.

Case in point: King, the world’s leading cross-platform, bite-sized games company, signed its first-ever licensing and merchandizing agreement with Happy Socks, a sock retailer.

As part of this global deal, Happy Socks and King have co-designed two pairs of socks, both inspired by King’s hugely popular game Candy Crush Saga. One style is based on the chocolaty Color Bomb and the other a Striped Candy, the power-up players get by combining four in a row.

“Candy Crush Saga has become nothing short of a worldwide phenomenon–a game that people can play and enjoy anywhere, any time. With that in mind, it’s only fitting that the first licensing deal is with Happy Socks, giving all those who love the game the chance to revel in the fun of Candy Crush Saga, literally right down to their toes,” said Riccardo Zacconi, King’s ceo/co-founder.

15 Million Players Daily

Candy Crush Saga is the most popular overall application on Facebook with more than 15 million daily players and one of the most popular titles on mobile (across Android and iOS) in many major markets, seeing more than 600 million gameplays a day on mobile alone.

Available for consumers to pre-order exclusively on the Happy Socks website (, these Candy Crush Saga socks will be available in August  for $12 retail and come in universal sizes for both men and women.

candycrushsocks“The socks will be exclusively designed, not simply branded, and will reflect the quality both King and Happy Socks are known for delivering,” said Mikael Soderlindh, Happy Socks chief executive.

About King
King is one of the world leaders in cross-platform, bite-sized games, with more than 26 billion gameplays per month globally. King offers 150 exclusive games in 14 languages through mobile, Facebook and the website The company has offices in London, Stockholm, Barcelona, Bucharest, Hamburg, Malta, Malmo and San Francisco.

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